For over a decade now, Hero Conf has been considered the Holy Grail of PPC conferences. With 44 sessions, led by 40+ Paid Search Experts over two full days, this experience is guaranteed to give you the push you need to optimize the way you manage your accounts and reach your desired results.
After successfully completing Hero Conf Austin 2022, our most awaited return to in-person conferences, now it’s turn for our European peers to join in on the fun. In this article, you’ll learn more about the PPC Strategy solutions that will be covered at Hero Conf London 2022.
How to solve an age-old SEO-SEA issue? How much should we invest in our branded keywords?
Branded keywords are always a hot topic between SEO and SEA. Advertising leads to cannibalization of free organic rankings, but if we don’t, we might lose valuable click share. During this session, Marcel Smal, Co-Founder of Roots Network, will share a unique approach, to pay exactly what each branded click is worth for Search as a whole. He’ll explain:
- How to group your branded keywords based on incremental performance.
- How to calculate the right target for your branded keywords.
- How to set up solid incrementality experiments for your branded keywords.
- How to deal with other branded factors like resellers and news articles.
Proving the value of PPC in your overall marketing strategy
Too often, PPC is seen as expensive and inefficient. These are often common misconceptions from those who are generally single-channel minded or haven’t explored PPC in depth. Throughout this session, you will learn the value of PPC and where it fits into an overall marketing strategy with Azeem Ahmad, Digital Marketing Lead at Azeem Digital.
You’ll also learn how to overcome common objections about the channel, how to respond to views around investing less into PPC and become more confident at addressing misconceptions about the channel to improve your overall marketing strategies.
The Unsexy, yet Crucial Side of PPC: Measurement & Tracking
Understanding how to deploy automation, AI, tools and tech is the recipe for PPC success. However, it’s only as good as the data you put into it. How much do you interrogate what goals are being measured, and how important they are to your business? In this session led by Gemma Russell, Senior PPC Strategist at Fountain Partnership, you will learn:
- How to determine if your company’s measurement and tracking is robust and where the gaps are.
- How to prioritize this list and some top tips to get your teams excited about PPC measurement.
The Art & Science of PPC Account Structures
CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook, and Microsoft are implementing more automation and targeting options while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that will result in most marketers spending more and getting a LOT less.
Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, Sam Tomlinson, EVP at Warschawski and Top 10 Speaker at Hero Conf Austin 2022, will take a dive deep into the essential targeting structures, plus, how they can be used to prevent automation from running wild. You’ll also…
- Understand the common SEM account structures (alpha/beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each.
- Learn how to overlay new targeting data, plus, options onto existing account structures to create robust, intent-driven campaigns.
- Understand how different account and targeting structures impact various automated strategies.
- Learn how to use scripts and rules to enable your campaigns to evolve while not running wild.
Adtech and PPC tool adoption – How to bring order to chaos!
In this session, Inderpaul Rai, Head of Acquisition & Performance Marketing at ufurnish.com, will provide you with guidance on how to best set up for success when identifying the type of tech you need in a business. Also, he’ll walk through how to select the best vendor to achieve your goals all with the purpose of ensuring usage remains high six months down the line and the tool isn’t forgotten about!
De-risk your ad spend and achieve guaranteed profits
Undoubtedly, Google’s Shopping ads can be an incredibly effective marketing channel because of the shopper- and product-specific results shown. So much useful content but, it comes with risks!
For relatively larger merchants, Google enables Target Return on Ad Spend (Target ROAS for short) that attempts to generate revenues at the target return on ad spend you set. Basically, ROAS is a revenue share with Google. The industry average ROAS for paid search is nine percent. Quite a significant figure when you consider this as a share of your revenues.
But, with Target ROAS, there are risks to the correct allocation of your budget. This is because ROAS-based ads introduce biases unfavorable to you. Google Shopping (and other paid search platforms) are trying to optimize conversion value, and as long as it hits your target, it does not care about the real value of the conversions to you. Nicolas Huber, CEO at Noopd Ltd, will present case studies of these biases, and how they can leave a merchant selling unprofitably. He’ll then present a data-driven method to reverse the inherent biases of ROAS. This in turn de-risks your ad spend and can guarantee the profitability of every sale, at the product level.
The Art and Science of Creative Persuasion
Marketers love a good theory based on common sense and insight. Although we have a history of not robustly testing ideas, but instead relying on industry myths and half-truths, marketing science has begun to change that. With a process grounded in research and testing to create better strategic thinking Peter Watson-Wailes, Founder of Tough & Competent will be:
- Showing how creativity influences people.
- Unpacking the three most common myths in marketing.
- Outlining five KPIs teams should always track.
- How to conduct research that drives lasting growth.
The three biggest takeaways are:
- How to conduct proper research for marketing purposes.
- How research fits in with a set strategy.
- How to avoid wonky thinking in creative work.
Tested to Death: When A/B tests no longer move the needle
Most marketers have abused A/B testing. They test every webpage on their site to death. However, they are still stuck with low conversion rates. Why? Because increasing conversion rates was never about A/B testing. With Ayat Shukairy, Co-founder & CCO at Invesp attendees will learn,
1. Why do most AB tests fail?
2. What is template tweaking? When should you use it and when you should avoid it?
3. The hierarchy of conversion. Understanding the different types of items that impact your website conversion rates.
4. Re-thinking your approach to conversion optimization to generate real conversion increases.
“Measuring is easy,” said no one ever.
We all know – Measurement is getting complicated, especially when we talk about multi-touch attribution. But don’t worry, Gianluca Binelli, Founder of Booster Box Digital, is here to tell you about an incrementality survival guide. The tools marketers need to maneuver through the changing landscape of measurement and correctly allocate their budget.
Curious about what other topics will be covered? Stay tuned as we publish more articles on everything that will be happening at Hero Conf London 2022.
For now, don’t miss out and secure your seat!
How Can PPC Help Inform a Powerful Link-Building Strategy
Though link building is certainly a powerful discipline, like any marketing technique, it shouldn’t exist in a vacuum. In today’s post, we’ll look at the relationship between PPC and link-building, and how the insights you glean from PPC campaigns can inform your link-building strategy for greater success.
How to Succeed in PPC Marketing
Effective Keyword Research: Just like when creating content, choosing the right keywords will determine whether or not your PPC ads will be seen by a particular audience segment. Researching, testing, and tweaking your keyword selection as you incept and manage a campaign will magnetize your audience, and ensure that you’re getting a good return on investment from your PPC budget.
Know your Audience: Although PPC is heavily data-driven, and a far cry from more creative, traditional advertising techniques, you’ll still need to craft your ads based on a firm understanding of your audience. By going into PPC campaigns with a clear picture of your customer personas, the audience segments they feed into, and how this should inform your copy, you’ll be able to enjoy stronger results right off the bat.
Leverage Automation: All major PPC platforms now offer automation tools you can use to bring in more leads, improve your conversion rate, and enjoy a stronger ROI, all while saving your team time and energy. PPC automation algorithms are also capable of analyzing countless data sets to inform decisions, based on your past performance, budget, and goals.
Strategies to Follow When Building Quality Links
Now that we’ve looked at the key components for success in PPC marketing, it’s time to run through some of the most effective link-building strategies you can employ for a successful campaign. Here are our top 3 for the current SEO climate…
3 Main Link-Building Techniques to Use in 2022
1. Digital PR
Digital PR refers to applying proven PR tactics to earn organic backlinks. This means creating linkable assets, such as long-form blog posts, infographics, and interactive content, then promoting these assets to journalists or publications in a way that encourages them to write about your company or assets and link to them.
This tactic is fairly challenging because you’ll need to come up with some truly great content to earn a link. However, if it’s successful, you can gain some hugely valuable link equity.
2. Contributed Content / Guest Posts
Contributed content and guest posting have been popular methods for link building for some time, and for a good reason: it’s a great way to generate the kind of trust and quality signals that Google favors when ranking websites.
“Providing valuable, optimized content to real businesses’ websites via guest posting allows [business] to build natural references from related websites in the industry,” says link-building agency Hive19. “Like all marketing activities, there are good versions of this – and bad. [S]pecialise in working closely with editors to provide editorials that seamlessly fit with their brand voice and editorial calendar.”
3. Reclaiming Unlinked Brand Mentions, Broken and Lost Links
Sometimes, all the necessary legwork is done in the way of gaining a link, and all you have to do is reach out to the right contact. There may be instances where a blogger has mentioned your brand, but not linked to it.
In other cases, there may be links pointing to dead pages that had previously hosted content in your topic or niche, which can be reclaimed by creating a similar piece of content and reaching out to the referring domain’s webmaster. Sometimes backlinks are lost through routine maintenance of a referring domain, and a simple email to the webmaster can be enough to replace it.
Combining these kinds of low-hanging fruit can be a great way to supercharge your backlink profile, and require very little effort!
How PPC Analytics Can Help Inform Your Strategy
For many marketers, PPC data is used to inform current and future PPC campaigns, and their usefulness stops there. Though you may not be aware of it, there are a number of ways PPC data analytics can be used to inform and optimize your link-building strategy.
Use PPC Data to Identify your Strongest Landing Pages
If you’re managing a large website with large PPC campaigns, then it may be hard to know which pages will be the most prudent to target in a link-building campaign. PPC analytics suites offer a quick and easy way to see a complete breakdown of your landing pages, keywords, and how they’re being received by your target market.
Simply drill down to the destination URLs in your campaign, and analyze metrics like conversion rate, clickthrough rate by keyword, etc. By carving off a proportion of the highest-performing landing pages, you’ll easily be able to prioritize target pages for your link-building campaign.
Use PPC Data as a Starting Point to Recycle Content
To flip the previous technique on its head, PPC data can also be used to identify pages that aren’t performing well but show masses of untapped potential. Let’s say, for example, that you’re running a campaign advertising a free ebook for your marketing agency. You may have a great clickthrough rate for a keyword like “content marketing guide”, but see that a poor proportion of people are actually downloading the ebook. This shows that although people are finding your copy compelling, they’re not convinced by the content on your pages.
These kinds of scenarios can be a fantastic starting point for you to recycle content, and attract new links through quality, authoritative pages.
Look for Spikes in Demand to Inform Topical Content
Finally, analyzing both your own ads and the average CPC for certain keywords can be a great source of inspiration when you’re looking for topical content. If a certain ad suddenly gains a much higher-than-average click-through, and trends in your other ads discount a universal jump in your brand equity, it may be time to ride the buzz around a certain topic by meeting it with relevant content.
Suggested CPC can also be a good indicator of when a certain type of content is gaining traction, giving you a useful advance warning to get ahead of the game and publish popular content before everyone’s talking about the same trends.
This article has given you the fundamentals of leveraging PPC insights for a more targeted and data-focused link-building strategy.
We’ve discussed the relationship between PPC and link building and how these valuable insights can help guide and inform your link-building strategy for greater success.
Adopting link-building strategies such as digital PR and guest posting to reclaiming unlinked brand mentions, using your PPC data will help inform and optimize your marketing strategy going forward. By identifying your highest and lowest-performing landing pages through PPC insights, you’ll be able to prioritize the most valuable pages for link building and see higher ROI for your marketing efforts.
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